Friday 7th November Briefing

Summary

• Introduction and Studio Update

  • Warm opening focused on new studio setup, equipment, and sound optimisation.

  • Launch of the new infrared “hot class” studio, creating excitement about immersive training environments.

  • Discussion of practical aspects such as lighting, mirrors, and sound systems for professional presentation.

• Weekly Review and Wins

  • Encouragement for participants to reflect on weekly achievements.

  • Examples of business successes shared by members, such as new private clients and online member growth.

  • Reinforcement of the importance of celebrating progress, no matter the scale.

• Online Business Strategy

  • Revisiting discussions on online and hybrid programme models.

  • Online offerings can complement face-to-face community classes without replacing them.

  • Even small online offerings build brand reach and create an additional income stream.

  • Recommendation to create seasonal or short-term programmes rather than long-term subscriptions.

• Subscription Fatigue and Alternative Models

  • Observation that audiences are tired of ongoing subscriptions.

  • Short, time-bound programmes (3–5 weeks) perform better and feel achievable for clients.

  • Parallel or “pop-up” wellness programmes can revitalise stagnant memberships.

  • Some members may move from these short courses into ongoing subscriptions naturally.

• Simple Programme Design

  • Keep programme descriptions short and clear to boost sales and engagement.

  • Ideal examples include:

    • 10 minutes of Pilates per day.

    • 10 minutes of mobility or stretch work.

    • 14-day “Improve Your Flexibility” or “Well-being Reset.”

  • Simplicity makes programmes easier to communicate, sell, and deliver.

  • Overcomplicated offers confuse audiences and reduce conversions.

• Brand Clarity and Marketing Tips

  • Businesses thrive when messages are concise and consistent.

  • Ask: “Can someone understand what I offer in under five seconds?”

  • Each programme should have a strong name, strapline, and clear benefit.

  • Simplicity improves both online and community class marketing.

• Email Marketing and Lead Generation

  • Importance of using email capture forms (e.g., MailerLite, Mailchimp) to collect leads.

  • Embed sign-up forms on websites or use standalone landing pages.

  • Create segmented lists: community classes, online programmes, retreats, etc.

  • Promote sign-up links via social media stories, posts, and newsletters.

  • Collecting email addresses builds long-term business stability outside of social media.

• Creating Waiting Lists and Interest Forms

  • Example: Launching a “3-week Pre-Christmas Well-being Programme.”

  • Use early sign-up pages to gauge interest before production.

  • Offer incentives for early sign-ups (e.g., special rates or VIP access).

  • Simple, single-page landing pages perform best.

• Technology and Testing Conversion

  • A/B test between embedded website forms and MailerLite landing pages.

  • Track which method converts higher over a few days.

  • Use data to refine future marketing strategies.

• Personal Brand and Authenticity

  • Emphasis on authentic personal branding amid increasing AI-generated content.

  • Audiences value real people, genuine voices, and transparent communication.

  • Social media feeds are becoming saturated, making personality more important than perfection.

  • Maintaining mailing lists ensures long-term connection regardless of social media changes.

• Market Trends: Wellness Over Fitness

  • Shift toward wellness, well-being, and recovery-based offerings.

  • Broader appeal beyond traditional fitness audiences.

  • Market still in transition—early adopters can lead the trend.

  • Examples include wellness resets, breathwork, yoga, and mobility series.

• Subscription Management and Refreshing Offers

  • If a subscription feels stagnant, pause or redesign it temporarily.

  • Introduce shorter seasonal programmes to attract new clients.

  • Offer subscription members exclusive access or discounts for these new launches.

  • Allows business owners to reset creatively without losing income flow.

• Social Media Updates and Tools

  • Discussion of new Instagram features, including automatic DMs for new followers.

  • Potential to send welcome messages, links to free resources, or sign-up forms.

  • Changes in cross-posting rules between Instagram and Facebook noted.

  • Recommendation to post content natively on each platform for best reach.

  • Music rights differences highlighted; advised to use platform-specific tracks.

• Action Steps for Viewers

  • Build email sign-up forms and test them immediately.

  • Start planning a December or January wellness challenge.

  • Use social media to gather interest and grow email lists before launch.

  • Simplify offers for clarity and ease of communication.

  • Focus on authenticity in online content and consistency in delivery.

• Closing Remarks

  • Encouragement to stay motivated and take small steps each week.

  • New masterclass to be uploaded for supporters.

  • Preview of upcoming reformer training and live workshops.

  • Reminder to engage, share progress, and seek help for business growth